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Macron Uses Deepfakes to Promote Paris AI Summit, Sparking Debate

French President Emmanuel Macron has embraced AI-generated deepfake videos to draw attention to the AI Action Summit in Paris, where global leaders, tech executives, and academics are discussing AI's impact on society, governance, and innovation.

 

Macron Becomes a Meme to Promote AI

In a video posted on his social media, Macron reacts to deepfake clips of himself inserted into a 1980s euro disco hit, a hair tutorial, and the action TV series MacGyver. With a smile, he comments, "Nicely done… It made me laugh."

 

However, he quickly shifts to a serious tone, emphasizing AI’s transformative potential in healthcare, energy, and society:

"France and Europe must be at the heart of this revolution, seizing every opportunity while promoting our own principles."

 

Experts Warn Against Deepfake Normalization

While the video gained millions of views across Instagram, X, and TikTok, some experts warn that using deepfakes in this way could legitimize misleading AI-generated content.

 

Paul McKay, principal analyst at Forrester, says, "Normalizing deepfakes makes it harder to distinguish fact from fiction and fuels misinformation."

Dr. Richard Whittle from Salford Business School adds, "It’s great to highlight AI risks, but demonstrating how easy deepfakes are to create could encourage their misuse."

Prof. Philip Howard, president of the International Panel on the Information Environment, notes that AI is being used in "innovative, sometimes playful ways, but clear public communication guidelines are needed."

Deepfakes vs. Regulation: Macron’s Past Stance

Macron’s use of deepfakes contrasts with his previous warnings. In October, he told Variety that deepfakes can spread disinformation and threaten democracy. He called for regulations to hold content distributors accountable for moderation.

 

The EU AI Act, which introduces strict AI regulations, has been a point of contention at the Summit, with critics arguing it could stifle innovation. Meanwhile, the EU has announced a €37.4m open-source AI model to strengthen Europe’s position in AI development.

 

Global AI Declaration and Summit Outcomes

A global AI declaration outlining shared ethical responsibilities is set to be unveiled at the end of the Summit tomorrow. However, both the US and the UK have yet to confirm if they will sign the agreement.

 

Macron’s deepfake stunt may have successfully drawn attention to the Summit, but the broader debate over AI ethics, misinformation, and regulation remains far from settled.